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Problem definition: Large cities around the globe are facing an alarming growth in traffic congestion and greenhouse gas emissions, to which a significant contributor in recent years are on-demand cabs operated by ride-hailing platforms. Newly emerged pooled transportation options like shuttle services are cheaper and greener alternatives. However, those alternatives are still new to many customers and policy makers. The design of their promotion policies demands careful investigation. This paper studies how we can reduce the number of on-demand cabs on the road and, therefore, their GHG emissions by promoting pooled transportation such as shuttle services. Methodology/Results: In this work, we use detailed usage data and build a structural model to study customer preferences of price and service features when choosing between private cabs and a scheduled shuttle service. Using the estimated model …